The legalization of cannabis is a controversial topic , one that has been passionately fought for on both side of the isle . What has been a lot more difficult for critics to argue with , has been Justin Trudeau ’ s logic for the legalization and taxation of marijuana . The two biggest influencing factors on this policy have been , to make it more difficult for children and teenagers to get their hands on weed , and to stop the some $ 8 billion from pouring unchecked into the hands of organised crime . With legislation set to hit the floor for debate in the spring of next year there is a new generation of Canadian entrepreneurs ready to take advantage of this exciting emerging market .

As of September 2015 , weed in Colorado was generating almost double the amount of tax revenue compared to alcohol ($ 70 million to $ 42 million ). Similarly , in Washington , the first year of legalization racked up an incredible $ 82 million in tax revenue .

Currently , the cultivation and sale of recreational marijuana in Canada is estimated ( conservatively ) to generate around $ 8 billion per year . If the market was to be taxed similarly to Colorado ( roughly 25 %), that would equate to $ 2 billion dollars in untapped tax revenue . Imagine what could be done with that money in Canada .

Meet J . Peters , a 31 year old restauranteur , born and raised in Calgary , Alberta . He has been a recreational and medicinal user of marijuana for his entire adult life and is about to launch True Dope , a high end marijuana lifestyle brand . He is on a one man mission to dispel the myth that all cannabis users are just lazy “ stoners ”, and to legitimise marijuana in the eyes of the world .

CASA London : So J ., why did you start True Dope ?

My goal is to legitimize weed , both recreationally and medically . I want to debunk the idea that all marijuana users are lazy kids , smoking weed out of a Bob Marley pipe in a back alley somewhere . There are millions of hard-working and successful people like me who are recreational users , and it ’ s time that the stereotypical idea of the ‘ stoner ’ gets proven wrong .

J .’ s foray into the cannabis business was inspired by his Mother , who he lost to cancer a few years ago . Although there was evidence that medicinal marijuana could have helped ease her pain and treat the disease ( she was in fact encouraged to try it by medical doctors ) the stigma surrounding the plant and her strict upbringing prevented her from using it as medication .

We now believe that by her using medical marijuana she would have not only increased her appetite and prolonged her life . But it could have also helped deal with her poorly managed pain , as she refused to take heavy opiates prescribed to her by her doctors . This is the reason for the # LegitimizeIt hashtag that you will notice on my corporate branding . Trudeau will legalize it , but it is up to this generation to legitimize marijuana use as both a medical tool , but also as a recreational drug .

For the initial launch J . has produced a line of branded hats , hoodies , t-shirts , and a locally hand crafted rolling box . But his plans don ’ t end there .

CASA London : Where do you see yourself in 5 years time ?

Ideally , I ’ d like to grow this company into an international brand . I plan to start with a small clothing and accessories shop in a great location , and we ’ ll expand from there . Right now , very little is known about what legislation will look like , but I hope to have the brand poised to jump on any and all opportunities that come after legalization .

CASA London : Any other sides of the business that you would like to develop ?

I am actually in talks with a couple of different ( medical marijuana ) growers about producing our own strains , as well as pairing with some like-minded companies to produce some co-branded higher end accessories for the sophisticated smoker .

CASA London : Sativa or Indica ?

Everyone has a preference ! I personally use Marijuana to decompress after a long day , so I ’ m partial to Indica .

He certainly is aiming high ( pardon the pun ). After a showing at Calgary ’ s Hemp Fest , True Dope is launching this month at www . truedope . ca , so be sure to check it out ! I get a feeling J . is going to do well , the market is definitely there . Who says the trend towards quality and local , hand made goods can ’ t extend to all aspects of life , including the booming global cannabis industry ?